Locale: a site that finally reflected what the business could actually do

The opportunity

Locale had always had a strong technological capability alongside their consultative offer. The site just didn’t show it. Compared to contemporaries it felt out of step, and the gap between what the business actually did and how it came across was starting to matter.

The opportunity was to close that gap — and to do it in a way that gave the team a solid platform to keep building from, rather than something that would need revisiting in six months.

What I did

My role sat between strategic direction and hands-on delivery, with an outside perspective on both.

I worked closely with the Locale team to reframe how their offering was structured and communicated. That meant clarifying the positioning, reshaping the navigation and information architecture around it, then translating those decisions into a modular component approach that could support the new direction without forcing a disruptive rebuild.

As the project moved towards launch I handled staging, rollout and live refinement, folding improvements in as they arose rather than deferring them.

After launch, I continued refining performance, image handling, lead capture and tracking foundations — improving load speed significantly across key pages and leaving the team with a cleaner codebase and a more manageable editing process.

The outcome

The site caught up with the business. Structurally clearer, faster to load, easier to edit, and more coherent for both internal teams and external audiences. The response reflected that: positive feedback came from both sides, and the team had a foundation they could move forward with confidence rather than one they’d need to revisit.

More practically, the work resolved something that had been quietly limiting the business: a site that undersold a capability that was genuinely there.